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Getting Started with Search Engine Marketing and Pay Per Click (PPC) Advertising:
1) Choosing Keywords:
Brainstorm for common words people use to describe your company. A great tool to find additional keyword ideas as well as validate the popularity is KeywordTracker.com. One of my websites is feature in one of their latest case studies as a valuable resource. Also if you already have a PPC account with Google or Yahoo, they also provide free tools to find new keywords. A Search Engine Professional with experience in business, marketing, and all areas of SEM/SEO can also help you find the right keywords for your campaign. Usually it's helpful to have a list to start with so this professional can focus his or her time helping you fine tune this list.
2) Ad Text or Search Listing:
This is the content that customers will see when your PPC Ad is placed online. It includes the Title and Description of your Ad. It's recommended that you have the right keyword embedded within both the Title and Description. Studies show you have a higher response rate and conversion if you have a more relevant title and description in your Ad. Try to avoid words like Free unless you want to pay for a ton of clicks to your website where no one will buy anything. Use the most relevant and targeted Ad Text as possible to get the highest quality traffic to your website.
3) Ranking, Position and Bidding:
Your SEM/PPC rank or position is determined solely on how high you bid. A bid is the price you pay per click. You only pay if a user clicks on your Ad which then brings them to your website directly. Starting as little as 10 cents and with upwards of over 20 dollars is a wide range to make a bid. The highest bidder is on top #1, the second highest is #2, and so forth. The first, second and sometimes third positions are shown on the top of the Search Engine Results Page (SERP) labeled as sponsored listings. The rest are shown on the right hand side of the page. Remember you only pay if someone clicks on your Ad. So in other words this can be the best form of minimal risk advertising, pay for performance, if you word your Ad Text correctly and place it on the right keyword in order to draw in the right traffic. You also have to weigh in the value of a customer versus how much you are spending. The value of your customer is not just the value of one sale, but the likelyhood that person will become a repeat buyer and/or refer their friends to your website. You need to determine what is the lifetime value of that customer. Most experienced Search Engine Consultants can help you find the right Bid, Placement, and help with achieving the maximum results within your budget. If that SEM consultant is a savvy business and marketing person they can also help you form the right overall strategy to help you achieve bottom line results.
Also remember that these are targeted prospects interested percisely what you offer and you pay only when they click to you. Search Engines help customers looking for what you sell find you directly.
A whole other section is SEO or Search Engine Optimization, also known as Natural or Organic Listings. This is the body of the Search Engine Results Page (SERP). I will be writing future tips every month on both SEO and SEM/PPC topics.
For any questions about Search Engine Marketing and Optimization, feel free to contact us.
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